Owner at Ideas Money Art
Website Address: www.ideasmoneyart.com
“More 2 Know” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Know” is the place to go for tips, tricks and entertaining quips to take your business to the next level.
This week our host interviews Jeff Conlon from Ideas Money Art. To learn more, check out https://www.ideasmoneyart.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The biggest change coming to digital marketing in the next two years is going to be an extension and continuation of the iOS 14.5 changes combined with Google’s continued march toward Performance Max and similar campaign automation. In digital, media buyers will be obsolete. The “direct response or nothing” attitude will die or kill those companies holding onto it. Digital marketers will be dragged kicking and screaming towards top of funnel, brand focused campaigns that need strategy and amazing creative to succeed. So many got fat and lazy on FB Ads. That wasn’t reality. In the next two years we’ll see a great shift toward actual marketing again.
What are the major challenges that you (and/or other advertisers) face today?
Google’s push toward automation is a huge issue. For the past 15 years, we at IMA have always taken a very skeptical attitude toward Google’s suggestions. We are not unique in this stance among our peers. Holding Google accountable while validating their new tools all while continuing to generate performance for our clients is going to be a challenge.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
It’s very early days on this front for our clients. Most of them are operating in local markets. TV has not been a legitimate, ROI positive option for them in about 10 years.
What tactics do you find to be the most effective in getting your message or your customers’ message heard?
A proper focus on working on the unique message, offer and sales copy is the tactical approach to get effective message out there. So few marketers and agencies spend the appropriate amount of time on this before they start designing landing pages and writing ads. It’s a huge opportunity missed.